E-commerce - Cape Peninsula University of Technology

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Chapter 4: Data analysis and interpretation Page 69 Most of the companies indicated that their existing computer systems can be leveraged to accommodate e-retailing, except when the issue of system incompatibility comes into play or the existing system is certified outdated. Then the need for new technologies arises, and they must be developed or purchased. Leveraging service quality from the traditional retailing to the e-retail environment to guarantee continuity of loyal customers is another business strategy e-retailers stated. This could be done by incorporating the services offered into the traditional shop on the e retail shop. The technology aspect will include changing the interface of the company e-retail website to a more effective one. (Hence, the research question 3 is answered.) E-retailers that were interviewed stated some reasons for engaging in e retailing: improved customer relations, increased income, entry to new markets and to attract new customers. While they are in the process of achieving these, they are faced with a few concerns and expectations from e customers. The concerns and expectations include: improvement in customer relations, improvement in product information and product availability, improvement of e-retail techniques and establishing of procedures to fill Internet gaps. In the next Chapter, recommendations will be made to enable e-retailers improve product and service quality, maintain customer loyalty and gain market share and profit.
Chapter 5: Recommendations and conclusion 5.1 INTRODUCTION CHAPTERS RECOMMENDATION AND CONCLUSION Page 70 In conclusion, this chapter provides recommendations based on the results presented in Chapter 4. These are: • improved product and service quality • customer satisfaction and loyalty • increased market share and profit. 5.2 PRODUCT AND SERVICE QUALITY The delivery of accurate product information on the Internet and timeous response to customers query are seen as crucial to e-customers. Therefore, to ensure that customer loyalty is achieved and sustained e-retailers should present accurate product information on the website regularly. Poor site management bye-retailers as evident in the survey results shows that e customers are not satisfied with old data. Overcoming this requires commitment to content management culture that present a formidable shopping experience that guarantee customer loyalty. If the e-retailing opportunity is to be sustainable, profitable and useful to e-eustomers, there should be more aggressive development and deployment of effective and efficient e-retail strategy that address the many challenges experienced by retailers. A disappointing situation can be avoided by ensuring that e-retail transactions are reliable at all times to avoid the out-of-stock scenario usually experienced. 5.3 CUSTOMER SATISFACTION AND LOYALTY Customer loyalty is a critical component for a successful e-retail business. This has been evident in the literature review section where most experts
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Q: AT WHAT STAGE WAS E-REllLlNG INC
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INTERVIEW CONDUCTED WITH MR YAHYA P
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A: Like I mentioned earlier. Being
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E-commerce - Cape Peninsula University of Technology

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